Budweiser explains what it will do with beers it won’t be able to sell at the World Cup

Qatar’s last-minute decision to ban alcohol in World Cup stadiums has left Budweiser with a lot of beer on its hands. And the company has an innovative solution to get rid of them.

Budweiser will ship unsold Buds to the country that wins the tournament, the company said in a tweet. The company confirmed the plans in a statement to CNN Business writing that they “want to take this celebration from the stadiums of the FIFA World Cup to the fans of the winning country”.

“We will host the final championship celebration for the winning country. Because, for winning fans, they conquered the world. More details will be shared as we approach the finals,” an Anheuser-Busch InBev spokesperson said in a statement.

Last week – just days before the start of the World Cup – Qatar announced that the eight stadiums could not sell alcoholic Budweiser, leaving fans with only one choice of beer: non-alcoholic Bud Zero.

Qatar is a Muslim country considered to be very conservative, which strictly regulates the sale and use of alcohol.

In September, officials said supporters with tickets could buy alcoholic beer three hours before kick-off and for an hour after the final whistle, but not during the match.

“Following discussions between the host country authorities and FIFA, the decision was taken to concentrate the sale of alcoholic beverages at the FIFA Fan Festival, other fan destinations and licensed venues, removing beer outlets from the perimeter of the FIFA stadium. FIFA World Cup 2022 in Qatar.” FIFA, football’s governing body, said last week.

Budweiser tweeted: “Well that’s weird,” though the social media post was quickly deleted.

“As a FIFA partner for more than three decades, we look forward to our activations of FIFA World Cup campaigns around the world to celebrate football with our consumers,” an AB-InBev spokesperson said in a previous statement.

“Some of the planned stadium activations cannot go ahead due to circumstances beyond our control.”

AB InBev paid $75 million for the FIFA sponsorship, according to various reports.

Therefore, the decision hurt the company’s marketing plans for the World Cup, as it drastically reduces the presence of thousands of fans at the World Cup.

However, arguably the biggest part – its TV ads featuring football royalty Lionel Messi and Neymar Jr. – are not affected.

The FIFA World Cup Qatar 2022 will run until December 18.



Source: CNN Brasil

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